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What Content Do People Find Useful?

8 December 2014 Svetlana Kuznetsova
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Most online marketers understand that there is nothing more effective than content that helps readers. It is this content that generates conversions and increases sales.

Do you want to create such content? Of course you do.

…but first you need to understand what content your audience considers to be useful. Let’s see the 12 types of useful content.

Content’s value is measured in audience’s interest. And audience’s interest brings you what this boy holds in his hands. So, the more useful your content is, the more it is valued

Useful content is…

1. Content driven by your target audience. If you write for “everyone” then you write for “no one”.

2. Content that solves people’s problems. Try to understand most their pain point and give some solutions.

3. Content that touches our hearts. People take a lot of decisions under the influence of emotions, even if we don’t think so.

4. Content describing familiar situations. What situations do your readers face everyday? Find the answer to this question and you’ll get ace in the hole. Describe situations in which readers recognize themselves and their lives. Make people realize that their experience is same to yours. They’ll begin assuming that you can provide them with something useful and that you understand their lives and troubles.

5. Content that tells a story.

6. Content that gives actionable best practices.

7. Content that “shows” instead of telling. You don’t want to say: “Our company is a professional team”. You want to say: “We have delivered more than 150 successful projects and they are successful because…”

8. Content that describes complicated things in an easy way.

9. Content answering questions that the audience asks you. Ask your sales department which questions are being asked frequently. Answer these questions.

10. Diverse content. Don’t be afraid to mix different types of content. If you are writing a review of new gadget then illustrate it with an infographic. Include videos in a copy. Use any possible way to arouse audience’s interest: for example, if you describe a dialogue with your customer, why don’t you turn it into a comic strip?

11. Funny content. Everyone likes to share a content that makes you laugh. Still, there is a problem with this. Very often entertaining content gets a lot of shares and likes (people love humor and surprises) but it doesn’t generate sales leads. You shouldn’t be confused about this. It only seems at first sight that content written “just for fun” is useless from the point of lead generation. Such content helps to generate leads indirectly. After being engaged by one article on your blog visitor wants to read the others.

12. Content that you want to share with your friends. Perhaps, it’s the best way to know that your content is useful for people.

Former editor at Texterra online marketing agency. She is a graduate of The Maxim Gorky Literature Institute. Svetalan started working at "glossies", then turned to PR, where she worked for a long time in different structures promoting the "ConsultantPlus" brand.. She has been engaged in online marketing since 2010. Favourite thing to do is to work with copies. Unfavorite thing to do is to do nothing.
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